Your brand is important. As marketing guru Seth Godin explains, “a brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
Given this definition, the consequences of damaging your brand—even when acting with the best of intentions—can be severe. This is especially true when it comes to your email marketing efforts.
After all, a primary point of contact between you and your customers is email. That’s why it’s important to utilize opt-in when building your distribution lists. You need to make sure that those on your email list truly want to hear from you.
